Digital assistant is a recent advancement benefited through data-driven innovation. Though digital assistants have become an integral member of user conversations, but there is no theory that relates user perception towards this AI powered technology. The purpose of the research is to investigate the role of technology attitude and AI attributes in enhancing purchase intention through digital assistants. A conceptual model is proposed after identifying three major AI factors namely, perceived anthropomorphism, perceived intelligence, and perceived animacy. To test the model, the study employed structural equation modeling using 440 sample. The results indicated that perceived anthropomorphism plays the most significant role in building a positive attitude and purchase intention through digital assistants. Though the study is built using technology-related variables, the hypotheses are proposed based on various psychology-related theories such as uncanny valley theory, the theory of mind, developmental psychology, and cognitive psychology theory. The study’s theoretical contributions are discussed within the scope of these theories. Besides the theoretical contribution, the study also offers illuminating practical implications for developers and marketers’ benefit.

数字助理是通过数据驱动的创新而受益的最新进步。尽管数字助理已经成为用户对话的组成部分，但是还没有理论将用户感知与这种基于AI的技术联系起来。该研究的目的是调查技术态度和AI属性在通过数字助手提高购买意愿中的作用。在确定了三个主要的AI因素（感知的拟人化，感知的智力和感知的动画性）之后，提出了概念模型。为了测试模型，该研究采用了使用440个样本的结构方程模型。结果表明，感知的拟人化在通过数字助手建立积极态度和购买意愿方面发挥着最重要的作用。尽管该研究是使用与技术相关的变量构建的，但这些假设是基于各种与心理学相关的理论（如神秘谷理论，心理理论，发展心理学和认知心理学理论）提出的。在这些理论的范围内讨论了这项研究的理论贡献。除了理论上的贡献外，该研究还为开发人员和营销人员的利益提供了具有启发性的实际意义。